PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DAN ONLINE CONSUMER REVIEW (OCR) TERHADAP KEPUTUSAN PEMBELIAN MELALUI SHOPEE

Indah Sari, tri rinawati, citra rizkiana

Abstract


This research aims to determine and analysis the influence of the Electronic Word of Mouth and Online Consumer Review on purchasing decisions through Shopee. This type of research is a quatitative descriptive research. The population in this study is students of University Semarang, internet users via marketplace Shopee, with a sample of 96 respondents. The study was done through a survey of Semarang University Student who made transactions through a Shopee and were analyzed with analysis regression. The results of the analysis show that Electronic Word of Mouth and Online Consumer Review has a positive and significant effect on purchase decisions through Shopee.  


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DOI: http://dx.doi.org/10.26623/slsi.v20i2.5147

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View My Stats  SOLUSI is an scientific magazine is a collection of quality scientific journals from various social science disciplines including economics, accounting, management and business, Universitas Semarang (Central Java, Indonesia). It is licensed under a Creative Commons Attribution 4.0 International License.